I don't have any development experience in cordova.
My below answer is purely based on recent experiments on Android.
It turns out that you are aiming to achieve the following responses:
The app is installed: In this case, the control should move to the app, hence, the app should be launched.
The app is not installed: The user should be directed to the Google Play to install the same app.
You can try using this scheme(to be sent to the user):
intent://details?id=X&url=Y&referrer=Z#Intent;scheme=market;action=android.intent.action.VIEW;package=com.android.vending;end";
X: Package name of the App
Y: Deep link scheme which should be defined in the App's manifest.
(Please refer this)
Here, they have used this URL as an example: "http://www.example.com/gizmos" , therefore Y should be replaced by this URL.
Z: Can be any data which you want to pass to the App via Google Play.
Please take note that any data which you pass should not be '&' separated because the original parameters are itself '&' separated.
From what I experimented, this URL is understood by the browser and it redirects you to the App based on the package name and the deep-link scheme. Else it takes you to the Google Play.
PS: The Google Play makes a broadcast to the app. So make sure you receive the broadcast in a receiver.